Welcome to part two of our Content Is King blog series, an in-depth explanation of how content is the most potent marketing tools for any modern law firm. In part one of this blog series, we explained why content is so crucial to modern marketing efforts. In part two, we will explain how to start generating better legal content that converts.

Content creation seems straightforward – at least for most industries – but the legal field is incredibly complex. This is a bit of a double-edged sword when it comes to content generation. On the one hand, the sheer number of topics a law firm could potentially touch upon with their content is dizzying. On the other, this staggeringly large pool of potential content ideas presents incredible opportunities to the law firms willing to seize them.

RizeUp Media specializes in developing expert-level marketing campaigns for law firms all across the United States. Over the years, we have helped law firms across disciplines hone their digital marketing strategies and increase their brand presence online. We’re confident that if you follow these three steps, you can start creating legal content that is not only better when it comes to the value it offers, but also more impactful with your audience and more valuable as a digital marketing tool.

Map Out a Content Calendar

If you run a law firm, scheduling is a big part of your everyday operations. You need to schedule consultations with potential clients, meetings with current clients, travel for court appearances, and many other responsibilities. Why not extend your experience with scheduling to boost your content creation efforts?

It’s a good idea to create a schedule or roadmap for the content you want to produce. Doing so helps to avoid potential content creation roadblocks and gaps in your publishing schedule. Instead of scrambling at the last minute to think of a content idea and get it posted, developing a roadmap of topics, and generating content around those topics in advance, is incredibly helpful.

Start thinking of the topics that would appeal to your potential clients the most, then think of the content pipeline that will encourage them to keep engaging with your website. You can accomplish this and develop your content roadmap in various ways:

  • Develop blog posts in a series that cover a complex topic from various perspectives. This allows you to provide your readers with a better understanding of the topic and all of its facets, which, in turn, increases your authority on the subject and builds trust with your readers.
  • Create unique blog posts that portray possible legal scenarios. Provide general advice for specific legal situations and consider pulling from real-world examples (with personal information about parties involved redacted, of course).
  • Research your web traffic history and determine the times when your site is most active or when you receive the most website visitors. Use this information to guide your decisions when it comes to choosing content publishing timeframes.


It’s a good idea to publish a blog post at least once per month, but many law firms prefer a shorter gap between posts. Depending on how far out you want to schedule your content publishing, you could arrange for high-quality posts on a weekly or biweekly basis and reap the benefits of consistent updates this provides in terms of search engine rankings. Sites that update more frequently with high-quality content consistently outperform their competitors.

Create Content Based on Your Experience and Expertise

Does your law firm provide representation to personal injury clients? Do you offer legal counsel for family law, such as divorce and child custody negotiations? Do you represent clients accused of committing crimes, or do you handle a legal niche such as probate or tax law? Think carefully about the type of law you practice and use this professional focus to guide your content creation efforts. The golden rule of good writing is “write what you know,” so remember this if you’re trying to think of ideas for your content publication efforts.

As you start brainstorming topics for your content posts, do some research on the keywords in your niche that are most likely to attract potential clients to your firm’s website. You can incorporate these keywords into the content you publish or even use them to generate new content ideas. For example, if you are a personal injury attorney with significant experience handling car accident claims, you could create countless blog topics based on this broad area of personal injury law. A few examples could include:

  • Blog posts about different types of car accidents, such as head-on collisions, rear-end collisions, sideswipe accidents, and collisions with public transportation vehicles.
  • A post covering the potential damages a car accident victim could claim from a successful lawsuit.
  • Posts about the potential consequences of driving under the influence or aggressive driving.
  • Posts detailing the biggest risk factors on the road that lead to serious accidents.


When you start exploring your legal niche and recount the cases you have handled in the past, you will probably think of many legal scenarios and specific topics that you could turn into fantastic content pieces.

Create Shareable Content and Track Your Content’s Performance

Social media has become an incredibly potent content marketing tool for virtually any business in any market, and this includes law firms as well. As you consider the different types of content you could publish to your site, think of ideas from the angle of shareability. When you provide your readers with valuable information, this inherently encourages them to share this information with their family, friends, and peers online. Make sharing your content as easy as possible. Have your web developer configure social media connections within your blog posts so your readers can share your blog posts and other content pieces with just one click.

As you branch out into social media marketing with your content, be sure to track your progress and keep tabs on which content pieces achieved the best results. First, identify the content pieces that underperformed and think of the possible reasons why readers did not want to share them. Next, look at the pieces you published that had the highest social media share scores. What was special about these pieces that encouraged readers to share them across social media? These are valuable insights that can continuously inform your content creation strategy and cultivate more authority behind your website going forward.

Developing high-quality content that both checks all the right boxes when it comes to good digital marketing practices and provides your readers with valuable information can feel like a daunting task. This is especially true for busy firms that are working on multiple active cases and need to dedicate as many resources as possible to serving their clients. An experienced legal marketing team can take content creation responsibilities off of a law firm’s plate and provide them with some breathing room to handle daily operations as well as the confidence of knowing their content publication is in capable hands.

RizeUp Media works with some of the most talented writers in the field to develop well-researched, high-quality written content for law firms all over the country. Our writers have generated content for firms in all legal disciplines, accounting for regional laws and conducting extensive research on relevant topics, producing polished pieces geared toward enhancing digital marketing efforts. If you’re interested in developing a new content creation strategy for your firm’s website, we can help. Contact RizeUp Media today for more details about the digital marketing services we provide to law firms all over the country and learn how we can help your firm achieve your digital marketing goals.